Ändra sökning
RefereraExporteraLänk till posten
Permanent länk

Direktlänk
Referera
Referensformat
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annat format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annat språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf
Brand equity in the professional service context: Analyzing the impact of employee role behavior and customer–employee rapport
Umeå School of Business and Economics, Umeå University.
Umeå School of Business and Economics, Umeå University.
Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, Innovation och Design.ORCID-id: 0000-0002-8770-8874
2011 (Engelska)Ingår i: Industrial Marketing Management, ISSN 0019-8501, E-ISSN 1873-2062, Vol. 40, nr 7, s. 1093-1102Artikel i tidskrift (Refereegranskat) Published
Abstract [en]

The study examines whether factors related to customers' perception of employees' behavior in terms of customer perceived role ambiguity, role overload and customer–employee rapport influence the development of brand equity in the professional service context. 632 customers of one of the Big Four auditing companies participated in the study. The results of structural equation modeling show negative effects of role ambiguity and role overload on brand associations, perceived quality and brand loyalty, which constitute brand equity. The findings indicate a positive effect of customer–employee rapport on the enhancement of B2B brand equity. However, the negative influences of role ambiguity and role overload on customer–employee rapport transfer detrimental indirect effects on brand equity. The study contributes to an understanding of how the real interaction between service providers and customers can influence brand equity in the professional service setting.

Ort, förlag, år, upplaga, sidor
2011. Vol. 40, nr 7, s. 1093-1102
Nationell ämneskategori
Övrig annan teknik
Forskningsämne
Entreprenörskap och innovation
Identifikatorer
URN: urn:nbn:se:ltu:diva-11329DOI: 10.1016/j.indmarman.2011.09.007ISI: 000298906300006Scopus ID: 2-s2.0-82555179154Lokalt ID: a456c262-9465-4392-9a8a-05dbebd6d46aOAI: oai:DiVA.org:ltu-11329DiVA, id: diva2:984279
Anmärkning
Validerad; 2011; 20111007 (ysko)Tillgänglig från: 2016-09-29 Skapad: 2016-09-29 Senast uppdaterad: 2018-07-10Bibliografiskt granskad

Open Access i DiVA

Fulltext saknas i DiVA

Övriga länkar

Förlagets fulltextScopus

Personposter BETA

Wincent, Joakim

Sök vidare i DiVA

Av författaren/redaktören
Wincent, Joakim
Av organisationen
Innovation och Design
I samma tidskrift
Industrial Marketing Management
Övrig annan teknik

Sök vidare utanför DiVA

GoogleGoogle Scholar

doi
urn-nbn

Altmetricpoäng

doi
urn-nbn
Totalt: 38 träffar
RefereraExporteraLänk till posten
Permanent länk

Direktlänk
Referera
Referensformat
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annat format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annat språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf